See The Top 10 LGBT-Themed Ads Of The Year
This has been the year when LGBT issues truly became part of mainstream advertising. Even before the Supreme Court legalized same-sex marriage nationwide and Caitlin Jenner announced her transition on national TV, brands were ahead of the tide with creative work and marketers quick to embrace these landmarks.
With the help of Joe Landry, exec VP-publishing of Here Media (publisher of "Out" and "The Advocate"), Ad Age picked the 10 best LGBT-themed spots of 2015.
In no particular order, here they are:
Tiffany and Co.: "Will You"
The jewelry brand featured a same-sex couple on an engagement ring campaign, way back in January, months before the Supreme Court decision. "It was a perfect example of how the markets evolved and how the LGBT community is woven into the fabric of the country," said Mr. Landry. See Creativity's coverage of the campaign here.
Campbell's: "Your father"
This spot, mixing "Star Wars" mania and a real-life same-sex couple, is an example of how creatives are using LGBT issues to update their brand image, according to Mr. Landry.
The automaker sponsored a webseries for "Out" magazine as part of the "Out 100" event, where four of the honorees told their stories of coming out.
Wells Fargo: "Learning Sign Language"
This sweet video shows two women learning sign language to communicate with their soon-to-be-adopted daughter is another example of the prevalence of family values this year in LGBT ads.
Clean and Clear: "Jazz Jennings #seetherealme"
The skincare brand spot featured Jazz Jennings, a transgender teen, as she shares her story about coming up and struggling to fit in and find acceptance and happiness. "That was really bold", said Mr. Landry.
Doritos: "Rainbow Chips"
Although Mr. Landry considers it more of a PR play than an advertising campaign, the limited-edition chip bags distributed during the Dallas Pride Parade in September earned a spot in our top 10. See Ad Age's coverage here.
Nordstrom: "The Homecoming"
The department stores went all in for the LGBT community this year (see Macy's below), with this spot from Nordstrom, where a man comes home to his dog and partner just in time for the holidays.
For this year's Pride month, the vodka brand shot this real-life wedding proposal story between Paige and Amanda on the beach where they first met. "Once again, the theme goes back to relationships, love and family," said Mr. Landry.
Also for Pride month, Equinox sponsored a mural in Williamsburg, Brooklyn, featuring two men kissing. The public was encouraged to share a photo in social media with the hashtag #PoweredByPride and each time it was used the fitness chain donated $1 to charity.
Macy's: "I do" (print execution)
Once more, a retailer bringing the message home that relationships and family values should be within reach of all people. "Who doesn't feel good about families?" asked Mr. Landry. "When you include everyone, there is a long-term positive effect on the brand."